            <h1>Defining the Opportunity</h1>
            <div id="block-cck-blocks-body" class="block block-cck-blocks">
                <h2>What's this for?</h2>
                <div class="content">
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Defining the nature of your business opportunity helps you to understand your starting point, and this will help you figure out what kinds of tools and analyses you are likely to need as you use this toolbox to devlop your business case.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px; line-height: normal;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">In particular, this exercise looks at whether your starting point is an unsolved problem or a technological discovery. This will affect which tools you use later in the process. The nature of your opportunity will impact how you evaluate the competitive advantage of your idea and the type of market you will target.</span></p>
                </div>
            </div>
            <div id="block-cck-blocks-field-goal" class="block block-cck-blocks">
                <h2>Goal</h2>
                <div class="content">
                    <p><span style="line-height: normal; font-family: arial, helvetica, sans-serif; font-size: medium;">To define your starting opportunity so that you can determine how to develop your business case. </span></p>
                </div>
            </div>
            <div id="block-cck-blocks-field-suggested-steps" class="block block-cck-blocks">
            <h2>Suggested steps</h2>
                <div class="content">
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">1. Download the Opportunity Definition slide deck and read it</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">2. Determine which sort of opportunity is your starting point - a 'demand pull' or a 'knowledge push' scenario.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">3. Based on this, choose whether to do the 'Idea Generation and Evaluation' exercise or the 'Technology Application Matrix' in the Toolbox.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">4. Later in the process, you will also look at what kind of Market entry strategy and business model you will develop based on your type of opportunity.</span></p>
                </div>
            </div>

            <div id="block-cck-blocks-field-further-reading-links" class="block block-cck-blocks">
            <h2>Further reading and links</h2>
                 <div class="content">
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Clarysse, B. &amp; Kiefer, S. (2011): <strong><em>The Smart Entrepreneur</em></strong>. London, Elliot &amp; Thompson. <strong>Chapter 1</strong>.</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Wikipedia on 'Technology Push' theory (<a title="Technology Push" href="http://en.wikipedia.org/wiki/Technology_push" target="_blank"><strong>link</strong></a>)</span></p>
                    <p style="font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 10px;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Wikipedia on 'Demand-pull' (<strong><a title="Jacob Schmookler" href="http://en.wikipedia.org/wiki/Technology_push" target="_blank">link</a></strong>)</span></p>
                    <p style="font-size: 10px;"><span style="font-family: arial, helvetica, sans-serif; font-size: medium;">Miller Heiman CEO Blog: "Big Items that can Drive Sales Productivity" (<a href="http://www.millerheiman.com/blog/sam-reese/?p=308" target="_blank"><strong>link</strong></a>)</span></p>
                  </div>
            </div>